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Marketing and Sponsorship

Celtics Ink Naming-Rights Deal For Courtside Club With Sun Life Financial

The Celtics yesterday announced that Sun Life Financial Inc. has acquired naming rights to the team’s exclusive Courtside Club as part of a multiyear partnership renewal beginning in the ‘12-13 season. Financial terms were not disclosed. The Courtside Club, the Celtics primary hospitality venue in TD Garden, will be designated as the Sun Life Courtside Club. Sun Life has been a sponsor of the Celtics since the ‘10-11 season. As a naming rights partner, Sun Life's brand will be prominently featured throughout the club, including entry and directional signage leading guests to the club and the club's interior, as well as on staff uniforms and courtside tickets and passes required for club admission. Sun Life will also receive seat back signage on the first row courtside sideline seats for all Celtics home games, the opportunity to host customer events in the Courtside Club and courtside season tickets and club passes (Celtics). SPORTSBUSINESS JOURNAL’s John Lombardo reports Sun Life will “take over the club naming rights from the Lincoln auto brand.” The Celtics have about “70 integrated team sponsorships, or deals that include more than media buys.” The total number “of team sponsorships stands at 125.” The Celtics are the “only NBA team deal for Sun Life Financial” (SPORTSBUSINESS JOURNAL, 5/28 issue).

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